Jersey City KIA
When a business needs a fresh brand identity due to new ownership, they are faced with a uniquely difficult task: to re-educate customers. Jersey City KIA needed to show past and present customers that although they sell the same products as the previous owners, they offer a better, more desirable experience.
Regaining trust from past customers who had bad experiences with the former management is no easy task. Understanding the challenge, Nicklaus Marketing was ready to jump into this complex project. We helped to leverage the benefits of an already established business while navigating around the negative connotations associated with the previous ownership.
This re-education consisted of many parts, as all aspects of the business needed to be cohesive with their new identity. The changes that Nicklaus Marketing implemented took every step of the customer path into account. This included coordinating with KIA corporate, facilitating a new, responsive website, implementing a targeted and effective social strategy, and analyzing customer feedback. We even advised on the subtle details that affect a customer’s buying decision, such as interior paint colors, refreshments, and the tonality of customer greeting.
Value was reinforced at all buying stages and employee processes were streamlined, making them more likely to complete a sale. By creating a simple but comprehensive strategy, the expectations of both parties were met.
The adjustment to customer path, visual representation, customer service techniques, and brand voice made a significant impact on sales numbers and customer sentiment. In the minds of customers, Jersey City KIA took on a whole new face because of the immersive, customer-centric experience.